Helpful words

What we talk about when we talk about naming systems and naming architecture

When we talk about naming systems and naming architecture with clients and potential clients there is a decent amount of consensus on what those activities entail, though we’ve heard enough variability to the point where we wanted to share our definition of each exercise. It’s not like there’s an ISO 9000 standard for what makes…

Table Stakes: A primer on our universal naming objectives

Whenever we start a new naming project, we always share a set of universal naming objectives with clients. While we also develop objectives specific to each project, these universal naming objectives are the minimum criteria a name should meet in order to be in the mix for consideration. We have a slide dedicated to the…

Red letter day: why acronyms don’t spell success in naming

I’ve never met an acronym I liked. They are normally a hodge-podge of letters trying to say too much but end up saying too little. So let’s take a quick look at the world of acronyms and see if we can rearrange those letters into something more useful. Most acronyms are the result of good…

30 years of A Hundred Monkeys in 30 minutes

I interview my dad, A Hundred Monkeys founder Danny Altman, on the early days of the company and the evolution of naming. We try not to dwell on the the past too much around here but every once in a while it’s nice to take a look around and ask, “how did we get here?”…

The long and short of it

A Hundred Monkeys can get you a name in about a month. Sometimes shorter. Sometimes longer. Project length depends on the client’s calendar, not ours. Recently I’ve been on a few projects that have extended beyond our normal timeline and want to reflect—since I have a little extra time at home—on the pros and cons…

Getting by with a little help with your words

Sometimes knowing your brand means knowing when to get creative help. It’s hard to talk about yourself. How much time is spent crafting dating profiles or resumes, or finding the best anecdote to tell on Jeopardy? We all want to make a good impression and usually end up overthinking every word. But how many of us…

Hey, you! Homage edition

First installment of the A Hundred Monkey’s guide to virtual assistant naming AI is real. It’s happening. It also has a name, a voice, and a personality like Siri, Alexa, and Cortana. As professional namers we’ve named virtual assistants and have thought a lot about the ins and outs of naming a digital being. In…

How to select a URL without going insane

Satisficing versus maximizing “So what about the .com?” is one of the more common questions we get asked when discussing a project. Often times, what’s baked inside that question is the desire to have theirname.com at the end of the naming process. Floating in the collective aether is this idea that when you’re starting something…

If you cross a creative over the holidays…

  • About: Naming

Being a professional namer of companies and products affects how people interact with you at social gatherings and holiday parties. New acquaintances might question “how it all works” or ask if I “went to school for that,” and tend to be enthusiastic to know more—especially if they have a new project or side hustle in…

Renaming, like naming but harder

At A Hundred Monkeys we do our fair share of renaming projects. This year, 42% of our naming projects have been finding new names for products or companies that already have publicized names. Not only is renaming somewhat common, it happens for different reasons. Some companies are legally forced to change their names while others…